Inovação no paradigma do marketing relacional
DOI:
https://doi.org/10.18046/j.estger.2020.154.3494Palavras-chave:
marketing relacional, inovação, ambientes virtuais, trabalho colaborativo, desenvolvimento de produtosResumo
As relações comerciais a partir do paradigma do marketing relacional promovem trocas de conhecimento e, portanto, inovação. Nesse sentido, o objetivo deste artigo foi identificar os campos de aplicação da inovação baseados na literatura científica sobre marketing relacional. Para isso, foi realizada uma revisão sistemática da literatura, na base de dados Web of Science, de 167 artigos publicados entre 2014 e 2018. Do total de artigos, 50 foram submetidos à análise de rede com a ajuda dos softwares Bibexcel e Pajek®. Com base nos resultados, propõem-se três clusters: ambientes virtuais, trabalho colaborativo e desenvolvimento de produtos. Os resultados permitem a identificação de referenciais teóricos para futuras pesquisas empíricas.
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